The brighter side of “cancel culture”: Its ability to construct real connections between brands and people
Chimene Demski, Luiza Monteiro, Gabriela Soares, Camila Massari, Felipe Pádua, Rafael Salgado, and Gabriel Azevedo Lopes
Looks at “cancel culture” in Brazil – how it affects a brand’s positioning and the strategies for becoming an authentic, integral, and contributing member of any of the myriad of Brazilian online communities.
This article is part of the September 2022 Spotlight Brazil series, "How consumers are responding to volatile times.” Read more
Brazilian marketers have increasingly been seeking the power of influence, moving beyond just getting exposure and placing product...
